Myer unriddles Christmas in new Clemenger campaign

Maha Obeid
By Maha Obeid | 8 November 2021
Unriddled Christmas

Myer has launched Unriddled Christmas, a unique and energetic campaign translating “vague” and “confusing” responses to those simple questions of, “what would you like for Christmas?” into a shoppable list of the perfect gifts.

From the most difficult and discerning people who respond with answers like, ‘I’m not really sure, surprise me’ or ‘no pressure, whatever, I’m easy…’, to those who know exactly what they want, Myer is offering the perfect gift for all.

The multi-touchpoint campaign launched with a film titled The Vague Carol - a reinterpretation of the famous Christmas song, Joy to the World.

The campaign previewed to the MyerOne loyalty program and rolls out across all of Myer’s platforms including TV, BVOD, OOH, digital, social, online and in-store.

Myer chief customer officer, Geoff Ikin, says a Giftician is on hand to help.

“Christmas is a busy time of year, that’s made ever so slightly more complicated by our attempts at trying to guess the perfect gifts for loved ones,” says Ikin.

“With the vast Christmas range on offer in-store and online at Myer, we’re here to help Australians Unriddle Christmas, with our expert Giftician service and wide range of gifts that everyone will love.

Clemenger BBDO Melbourne senior creatives Ellie Dunn and Huei Yin Wong say the classic tune will inspire Christmas joy.

“We can all relate to giving and getting those annoyingly vague responses at Christmas. But one thing’s for sure, it’s been a joy to reimagine this classic tune with Fiona and the team.

“We hope this spot inspires some loud and proud Christmas carol singing. And of course, helps Australia Unriddle Christmas and turn those unhelpful hints into wonderful gifts.”

AKQA is leading the campaign’s media approach. Unmissable media with in-depth partnerships will enable Myer to create and own the relatable conversation.

Client: Myer
Creative agency: Clemenger BBDO Melbourne
Media: AKQA Media

Good Oil - Production company
Fiona McGee - Director
Claire Richards - Production Producer
Shelley Farthing Dawe - DOP/Cinematographer
Citizen Jane Casting - Talent casting
Leila Gaabi / The Editors - Offline Editor
Dave Gibson / Colourist
Stuart Bedford / The Machine Room - Online/VFX
Brett Aplin / Electric Dreams Studio - Music Arrangement
Squeak E Clean Studios - Sound Design & Mix

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